A new book, titled "Design Forward: Creative Strategy at the Core of Sustainable", is Hartmut Esslinger's (one of the most influential designers and thinkers internationally, as well as the founder of frog design) attempt to explain how ‘strategic design’ in business and society can and must bring about positive change through innovative creativity.
The book's key attribute is how it has strategically extended definition of design as a convergent and humanistic amalgamation of technology, the environment and the economy.
Esslinger has not boarded this philosophy now, his design has always been a key strategic discipline, which he has practiced successfully in companies such as Wega, Louis Vuitton, Sony, SAP and especially Apple.
At Apple he collaborated directly with Steve Jobs. Therefore the book also attempts to establish a wide range of creative innovators as top executives, who are equally influential and occupy leading positions in economics, education and politics.
particularly fascinating in the photographs are the ones showing Tablet like prototypes from Apple. What is interesting is that the prototypes, though mimic the form and layout of Apple's ipad, appear artistically bland. For instance the prototype shows, pointed corners and oblique edges. This makes one infer that, Steve Jobs indeed contributed a lot to product designs, aesthetically.
The Book, Design Forward, tires to look every future projection as based on some design in history.
What else the Book Offers:1) The Book hows relevant and richly illustrated case studies taken from Esslinger’s career with frog design.
2) Also shows selected works by his students at the University of Applied Arts in Vienna, where he teaches as a professor of Industrial Design.
3) The content of DESIGN FORWARD supplements Esslinger’s previous publication A FINE LINE.
4) With contributions by the students from the Master Class ID2 at the University of Applied Arts in Vienna and by other academic partners.
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